بررسی ارتباط ویژگی های درک شده فروشنده خودرو، رضایت مشتری و مقاصدی برای حمایت از بخش خدمات خودرو : نقش تعدیل کننده جنسیت مشتری

This study examines the relationship of perceived automotive salesperson attributes and customer satisfaction behavior in the purchase experience leading to the patronage of a service department in an automotive dealership. Logistic regression analyses indicate that gender moderates the relationship of the perceived salesperson attributes and customer satisfaction as well as intentions for service department patronage. The model distinguishes users from non-users of the service department and does this better for females than for males. Finally, the paper concludes with a discussion of the managerial implications and directions for future research.